The growth of short-form video content (SFV) has been explosive and has transformed the way Australians interact with their family, friends and businesses. Small businesses are increasingly leveraging SFV to tap into trends, show a different side to themselves and connect with customers, writes Harry Lowes, Director Mid-Market at Meta ANZ.

SFV offers a strategic opportunity for businesses to build traction and connections with consumers in a world where escapism and fun are in high demand. There are plenty of examples of business demand exploring thanks to a video they posted going viral, such as Nakie, who gained significant traction through their informative and “snackable” content, which allows consumers to absorb information while simultaneously being entertained.

Our recent Shift to Short Report looked into why Australians love short-form video, and the golden opportunity for businesses to take advantage of this format to increase sales.  In Australia, more than 63 per cent of people watch SFV weekly, and there’s an opportunity for businesses to tap into a large consumer base. What’s more telling is that SFV has proven to be an invaluable tool for businesses to not just market to but to encourage them to take action, as we found 86 per cent of consumers followed a business after viewing their Reel content, and 76 per cent went on to purchase from a business after seeing a Reel.

Interested in elevating your SFV content? Here are some trends consumers love about SFV and considerations to help you strengthen your brand, connect with customers, and supercharge your results:

Four considerations when creating short-form video

1. Create fun and entertainment

The demand for video content is fed by diverse offerings catering to our cravings for entertainment, fun, escapism, knowledge, and connection. Audiences thrive on the relevance of videos, the sense of community they craft, and the contagious energy. Injecting a touch of humour proves to be a valuable ingredient in capturing and sustaining audience engagement.

2. Be authentic and relatable

Creators excel in driving engagement by showcasing their personalities, avoiding overproduction, and transparently sharing both positive and negative aspects of their journeys. Aligning with customer interests is crucial, as algorithms cater to user preferences shaped by the content they interact with. SFV is perceived as more genuine and natural than static images, aligning with the trend toward authentic and relatable content.

3. Take your customers behind the scenes

Aim for a friendly and engaging tone when communicating with your audience, as if you were talking to a friend. SFV has excelled at providing viewers with exclusive glimpses behind the scenes, which resonates strongly with audiences, fostering deeper connections to their passions, interests, brands, and locations. Instead of focusing solely on your products, construct your content around your brand’s identity, emphasising its values, mission, and uniqueness.

4. Be thoughtful with music

Sound plays a vital role in SFV. Consider developing a distinctive sonic brand and strategically using music within your content. The choice of music can captivate and educate consumers, bridging generational gaps. This strategic use of music facilitates connections across multiple generations and extends the reach and engagement of your brand message.

SFV holds the key for small business owners to connect with audiences, build brand identity, and boost results in an exciting way. Embrace these guiding principles to effectively navigate the evolving digital landscape.

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